Get the Facts
First, it provides us with the facts we need about a company’s products, services, customer service policies, history, background, target customer audience and goals.
Get the Tone
Second, it gives us the opportunity to “hear” the company owner. We listen not just for the facts but for how the owner represents the business. Does he or she speak using technical language? Are the sentences long or short? Is there humor? This helps us to write in “their voice,” not our own, and is especially helpful when writing a speech the interviewee will be delivering. Most of the time our client remarks, “It sounds just like me!”
Get the Customer
Listening also helps us to uncover problems the owner may be having in the business, or issues their customers might be having. These can and should be addressed when creating good copy. Continue reading →
I love this quote from Warren Buffett because it truly describes what sales and marketing is all about.
If your clients or customers are complaining about the price of the services or goods you are offering, they probably don’t understand the value of what they are buying. And this is where you need to beef up your marketing efforts.
We’ve all heard how we must feature the benefits of an item, not its features when selling. This concept takes that credo to a new level. People will pay — and pay handsomely — for something they value.
Within the past few months I had the opportunity to work with a start-up company in creating its brand and new website. We went round and round with the pricing for copywriting on their new site. If it weren’t for the fact that I was referred to them by someone they respected, I’m not sure they would have hired a copywriter at all. They simply didn’t see the value in good writing or the need to pay for it. But in the end, Continue reading →
According to Google, “Duplicate content refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar.” This means that when writing good web copy, each page should be original and blocks of copy should not be repeated within your site. Continue reading →
Washington Post Reports Writing Skills Rising on the List of Job Requirements But Failing in Candidates
Selingo continues to reports hearing an interviewer from government contracting firm, looking to hire proposal writers for federal agencies, complain about “how difficult it is to find good writers these days.” Continue reading →
Not 20 years ago, it was easy to get noticed with your own website. But now that there are more than 1 billion websites on the World Wide Web, it is increasingly difficult to grab your audience’s attention and get them to click on your site. Continue reading →
Many business owners are told that they need to create a downloadable document that can help them explain their business, support their findings, provide education, set themselves apart as an expert in their field, or used as a free giveaway to help build a list. This can be a white paper or an e-book.
In speaking with business owners, I find that they are often confused about the differences between a white paper or an e-book and which is the appropriate item to create and offer. Continue reading →
Pablo Picasso was sitting in a restaurant one day when a woman walked up and asked if he would draw her a sketch. He said OK, and jotted down a quick sketch. When the woman went to take the drawing, Picasso held back and said, “That will be $10,000.”
The woman was outraged. “How can you charge me $10,000 when it only took you five minutes!”
Picasso politely answered, “No ma’am. It took me 50 years.” Continue reading →
When we used to use typewriters, in order for the copy to be read clearly, it needed two spaces to set it apart. There was only only font, after all, and it was not as easy to read as our modern proportional fonts found on computers. Continue reading →
I was listening to a TED Talk today that offered to teach people how to find their true calling in just five minutes. In it, the speaker, Adam Leipzig, asked the audience five questions:
- What is your name?
- What do you do?
- Who do you do it for?
- What do those people want and need?
- How do they change as a result?